In nature it is always loaded with extra components. Water being one of the most universal solvents does not really exist in a pure H 2O form. In addition, the ISO has published the 14046 standard which delivers principles, requirements and guidelines for a water footprint metric of products, processes and organisations. The group is targeting a 50% reduction for 2015, not a small achievement when we realise that water makes up a good 60% of most personal care formulas. Over approximately the same period, L’Oréal reduced its water consumption by some 23% (in litres per finished products). In its 2011 sustainability report, P&G was proud to announce a 22% reduction in water usage since 2007. Reducing water consumption and limiting water pollution are on the agenda of all major players in the industry. Now that we are developing a more global and comprehensive picture of eco behaviour more indicators are taking centre stage, one of which is water footprint. At the beginning of the 21st century when people started to engage in sustainable development, most communications and labels focused on CO 2. Global eco performance might well become the ‘organic’ of the coming decades. It is virtually everywhere: in manufacturing processes, in most formulas and of course in the skin.īut now that water is becoming scarce and the need for purity is expanding all over the globe, this seemingly simple element is refocusing attention. It usually takes a disruptive event to wake us up and make us realise that the reality we took for granted is in fact eluding us. There is a point where we stop paying attention to the objects that surround us as if using them or passing by them every day makes them irrelevant, keeping us under the impression we know them. Jacques Sebag gives four reasons why H 2O, the focus of a special exhibit at April 2013’s in-cosmetics, may be the next big thing in beauty innovation
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